E-Malt.com News article: Kenya: Tusker Malt Lager rebranded in quest of new customers

East African Breweries has re-branded its world famous Tusker Malt Lager bottle in an effort to retain and attract customers, Capital Business communicated on January, 28.

“The move was driven by the fact the beer had maintained the same look since it was introduced and it was time to give both existing and new consumers a new look,” EABL Strategy Manager Mulwa Mbai said.

Tusker Malt Larger was introduced into the Kenyan market in 1996 after years as an export beer.

Mr Mbai however maintains the new look does not affect the brewing process and guarantees customers of the same taste.

The re-branding comes with an extra incentive for consumers - a 10 percent increase in volume up from the previous 300 ml to 330 ml.

Furthermore, as it is considered a drink for the sophisticated customer the new recommended retail price of Sh85, five shillings than the previous price.

Tusker Malt currently enjoys a four percent stake in the beer market and the new bottle is expected to hit all shelves in less than a week.

It is not clear how much was spent in re-branding the Tusker Malt beer, but Sh26 million is set to be used in advertising and marketing the new bottle.


29 January, 2010